Testimonials are one of the most powerful, cheap and easy-to-use marketing tools available and if you’re not using them you’re missing out on potential sales.

Regardless of what stage you’re at in building your business you need to focus on establishing credibility with your visitors. Doing this builds trust, which in turn creates profits.

Think about it. Most of us need proof that something works and would be more inclined to make a purchase based on this rather than relying on a sales pitch alone.

Using complimentary, fact-filled testimonials on your website from satisfied customers is one of the most effective ways to let your visitors know that your product will actually do what it says it will.

So, how do you get testimonials?

If your customers have already given you positive feedback on your product, simple ask permission to add these to your site.

If you’re just starting out getting testimonials from happy customers will take a little more effort.

One easy way to collect testimonials is to include a link on your site with a form that allows your customers to give you their vote of confidence.

Basically give them a chance to share their experiences with your product or service.

A more effective method is to create an autoresponder that contacts your buyers after they’ve purchased your product – even a month later – to ask how they’re enjoying the product, as well as giving them a chance to offer feedback on their experience with your business.

If you receive a great letter or e-mail from a happy customer, ask them if you can use their comments on your website to recommend your product to others.

In return you should include their website link in the testimonial. This way there is a benefit to them as well.

If you haven’t yet begun selling your product and have no feedback yet, offer your product or service for free to a select group of customers in exchange for their thoughts on the product or some details on their experience with your site.

Once you’ve got some testimonials to share with your visitors, you need to make sure that you’re putting them to the best possible use on your site.

You can do this by make sure that you…

- Include your best testimonials on the most prominent positions in your main sales page, such as in the top fold or the side bars.

- Place some testimonials right in the middle of your homepage to keep your readers focused on your credibility as you outline the best benefits of your product or service

- Set up a separate page that is totally dedicated to your testimonials, as well as including snippets of their comments throughout your site. Be sure to put a link to your testimonial page next to each of those snippets!

- Don’t edit your testimonials to exclude a comment or add information you want to hear. If you’re not comfortable with using the comments as they are, then you need to ask yourself whether the testimonial is suited to your site.

- Never use a customer testimonial without permission.

But above all, never invent testimonials. This is fraud. There’s just no good way to say it. Lying just to get a sale will undermine your credibility and it will result in destroying your business.

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Enjoy

Kerrie Sheehan

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